Tarang Amin

and give them the authority to run with it.

Like I would never come up with, I wasn't even watching the guy blow up on the internet, but letting them have that freedom and that ability to do that, dictating, you know, we're the number one brand by far amongst Gen Z. I remember asking our team, hey, who else is color...

killing it with Gen Z. That's where the Chipotle collaboration came from.

Our team went down and said, hey, Chipotle, Gen Z loves Chipotle too.

Let's do something together.

And when they went to see them, they said, you know, they call their food area, they call it their palate.

We said, what?

The black beans and the rice and all that's a palate?

We're like...

Hey, let's make an eyeshadow palette out of that.

You know, we had guacamole and black bean and chicken.

And, you know, the thing sold out, I think, in less than three minutes because it hit a nerve with people of where they look.

And so I think that's the key for us is give the power to the people that are closest to our community.

Give the power to the community.

And it's their brand that works for us.

I mean, for us it works because it's all about our community.

I mentioned the inclusiveness we have as a team of making sure the team reflects the community.

That goes all the way to the board.

We're one of only five public companies in the U.S.

out of 4,000